A solid networking strategy must focus on creating connections

Here are some tips to make the most out of your networking strategy:

Think of the audience
Even if your networking plan is generating a lot of referrals, it may not be a success. That’s because not every client is the right client for your business, says Jeff Malcolm, president of AdvisorBranding in Toronto. To make sure you are finding the clients you want, think about and visualize what your business is and who your your target audience is.

Consider your personality
Once you’ve focused on who your target clients are, figure out how you’re most comfortable interacting with people. If you’re an introvert, you may prefer an online method such as social media or blogging, says Bekhor. Or, if you prefer a more personal approach and want to be in front of people, consider doing speaking events. “Make the networking plan suited to your character instead of forcing yourself [to do everything],” says Bekhor.

Create your message
To get ready for events, prepare your message in advance. Take time to identify what makes your business different from other advisors, says Malcolm. A clear message will make you memorable and easy to talk about for referrals.

Just keep it short. Bekhor suggests about 30 seconds.

Hone your skills
Work on your listening and presentation skills to make your networking more effective. “Listen as opposed to just jumping in and talking too much, which some people do when networking,” says Bekhor. As well, she warns about diving right into “sales mode” as this may intimidate people.

For seminars and workshops, practice your delivery and presentation skills. Bekhor suggests working with a consultant or a group such as Toastmasters to get it just right.

Space it out
Plan out your networking so that you have events or activities throughout the year. “If you don’t spread out your marketing activities. you’ll have a time when the phone won’t ring because you weren’t consistently marketing yourself,” says Bekhor. “Build some discipline into your schedule.”

But does it really work?
Marketing campaigns like networking rarely provide the immediate results of new clients at your door. Instead, focus on how interested people seem in you and your opinions. For example, if you have a newsletter, you can look at how many people signed up for it. If it’s an e-newsletter you can see how many have opened it and potentially passed it along to friends, says Bekhor.

Instead of looking to see how many clients you signed up at the end of an event, think of those who were “interested in your point of view and want to hear from you over the long term,” she says. “That’s a good indicator that [the networking] was successful.”

IE